TABLE OF CONTENTS

CHAPTER NO. 1. PROFILE OF THE COMPANY A) Board of Directors B) Company profile and history C) Offices of the company D) Product profile E) Introduction to manufacturing cement E) Market segmentation 2. INTRO DUCTION OF THEORATICAL PART OF STUDY A) Introduction of advertisement B)Channels of advertisement 3. RESEARCH METHODOLOGY A) Objectives of the study B) Data collection methods C) Data analysis procedure 4. 5. 6. 7. 8. 9. ANALYSIS AND INTERPRETATION OF DATA FINDING AND CONCLUSIONS SWOT ANALYSIS SUGGESTIONS AND RECOMMENDATIONS BIBLIOGRAPHY APPENDICES CONTENTS

CHAPTER 1 INTRODUCTION

BOARD OF DIRECTORS
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S.NO.
1 2

NAME
MR. Rajan b raheja Mr. Manoj chabra

DESIGNATION
Chairman/chair person Managing/director

Mr.Vijay agrawal

Alternate director

Mr. Satish B raheja

Director

5 6 7

Mr.Akshay raheja Mr.Rajesh G kapadiya Mr.Aziz H parpiya

Director Director Director

PROFILE: - KJS CEMENT LTD KJS AT A GLANCE:-

KAMAL JEET SINGH AHLUWALIA

Shri Kamal jeet Singh Ahluwalia, the visionary founder and chairman of Kamal Group Of Companies and his companion directors could visualize changing business scenario of the world and took a decision to diversify from mining and steel to another core business by setting up Cement Plant. Taking such decision in an emerging environment where consolidation of business was a trend all over the country was itself a great decision.

With his far sightedness and flowing fountain of wisdom, crowned with rich industrial experience, the Chairman accepted the challenge of transforming the business and formed a new company KJS Cement Ltd at the limestone cluster in Maihar. By qualification Shri Kamaljeet Singh Ahluwalia, is MSW and have more than 50 Years of experience in the field of mining and industry. Shri Ahluwalia is one of the respectable names in the elite group of Indian entrepreneurs, leading a diversified group of companies with annual turnover of about Rs1500 crores. He is amongst the highest income tax payer in India since past 5years. Not to mention, he is the number one Income Tax Payer this fiscal year.

PAWAN KUMAR AHLUWALIA

The dynamic leader Shri Pawan Kumar Ahluwalia, a Law graduate, joined the family business with his elder brother in the Mining and transporting of lime stone from Satna (M.P) to Steel Authority of India Ltd in 1976. At a later stage he diversified his operations & started transportation business in the name & style of KAMAL TRANSPORT with a fleet of dumpers & number of other heavy machineries. In late 90s he diversified into manufacturing of Steel. Since 2000 he is spearheading as the Managing Director, all operations of M/s Kamal Sponge Steel & Power Ltd, an Integrated Steel plant of 300 TPD at Satna (M.P) with 12 MW Power Plant and having its subsidiary steel manufacturing facility of 100TPD at Bagru Rajasthan,. He is also the proprietor of M/s Pawan Kumar Ahluwalia, Iron / manganese Ore Mines.

His contributions at the Board level within group has helped in diversification into other sectors like hotel, infrastructure etc

With the government thrust on infrastructure & conceding growth in demand for cement with having more than 35 Years experience in the field of mining and industry, he decided to enter in to cement manufacturing under the group company M/s KJS Cement Ltd. . PRASHANT AHLUWALIA

The Young & dynamic leader Shri PrashantAhluwalia, by qualification M.Com joined the family business in the Mining of Iron Ores. In late 80s he diversified into manufacturing of Steel and Since 2000 he is spearheading as the Managing Director, all operations of of M/s KJS Ahluwalia Steel Division, an Integrated Steel plant of

350 TPD at Barbil (Orissa) with 8 MW Power Plant.. He is also proprietor of M/s Kaypee Enterprises; an Iron / manganese Ore Mines.

Management
Name of Employee, Designation, Department, Qualification, Total Exp:- 1) Mr. K S Singhvi , Sr. Vice president Commercial M.Com, ICWA 26 Yrs. 2) Mr. V. Vyas , Vice President Technical BE (Mechanical) 35 Yrs. 3) Mr. LM Sharma Vice President Electrical & Instrumentation DE (Electrical) 36 Yrs. 4) Mr. B.K.Tripathi Head Marketing PGPMIR ,PGDBM 30 Yrs. 5) Mr Bishu De , G.M , Civil BE (Civil) 25 Yrs. 6) M.K. Singh , GM , Mechanical BE (Mechanical) 15 Yrs. 7) Mr A.K Singh GM Process , BE (Mechanical) 15 Yrs. 8) Mr Prasana Chaturvedi DGM Electrical & Instrumentation B.Tech-Electronics 17 Yrs. 9) Mr Navin Agarwal DGM Finance and Accounts ICAI 15 Yrs. 10) Mr Pavan Shrivastava , GM , Power-Plant Diploma-Mech., B.Tech-Mech. 22 Yrs. 11) Mr Yogesh Kumar Aditya , DGM , Electrical Dip.-Electrical 30 Yrs. 12)Mr. Sushil Kala Sr. DGM Quality Control M.Sc-Chemistry 27 Yrs. 13) Mr. Jayesh J Lodhiya AGM Mechanical Dip.-Mech, Dip-Elect., Exe. MBA 17 Yrs. 14) Mr. Rakesh Kumar Singh , AGM Process B.Sc-Chemistry , 21 Yrs.

BUSINESS 1. Mining of iron ore, manganese and limestone. 2. Iron & Steel plant with Captive Power Plants. 3. Real Estate Business, Hospitality (Entered in MoU with Hayat Andaz) and Manufacturing of other building materials.

REGISTRATION :-

Mr. A K Das (P .M) KJS Cement Ltd. Village Amilia Lakhwar Tehsil Maihar District Satna Pin: 485771 Contact No.: 07674-292025 E-mail id: [email protected]

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CSR ACTIVITIES 1. Distribution of school bags, uniform to the students and sarees to women who are below poverty line in the surrounding villages like Beldara, Lakhwar, Amilia and Girgita

2. Development of Deodhi of Sharda Temple Maihar, under guidance of dist. Collector and local administration.

3. Organized 9Days daily Navratri Pooja in the local villages viz. Beldara, Amilia & Lakhwar followed by Bhandara for all villagers on the day of Navami.

4. Contributing and Participation in local cultural and social activities.

5. Plantation Activities.

6. Medical services to down trodden people of surrounding villages.

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Cement

A cement can be defined as an inorganic chemical powder which possess very good adhesive or bonding & cohesive properties which makes it possible to bond with other materials in presence of water. Raw material used for manufacturing of cement a main constituents of cement are Calcium, Silicon, Aluminum & Iron Oxide. Two types of raw materials are used while manufacturing of cement (1) Calcareous: here percentage of calcium (Lime) is more e.g. Limestone, chalk, Shale & Marl available in the sea. (2) Argillaceous: here percentage of Silica, Alumina, and Iron is more e.g. certain type of Clay, China Clay etc.

CEMENT TYPES: 1) KJS CEMENT:-

KJS cement is a finely ground blend of high quality clinker and carefully selected high quality pozzolonic material (fly ash) with high fineness and optimum range of chemical composition. Careful selection of pozzolona is one of the crucial factor for the superiority KJS cement. The other crucial factors are: Optimum dosage of pozzolona to ensure high level of 28days strength. Balancing the fineness and the reactivity of pozzolona to ensure proper hydration character, thus ensuring sustained strength gain over long period without sacrificing on the early age strength.

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 Low heat of hydration helps in prevention of cracks ensuring durability of structure. Also ensure durability environmental condition. of structure even in adverse

KJS CEMENT.................................Superior blend of strength and

durability. A syncronised two stage hydration involving clinker and pozzolonic material results in a denser gel formation ensuring lower permeability and higher strength as well as low chemical reactivity, thus ensuring high durability.

KJS CEMENT, an optimum blend of..

Strength Workability Resistance to chemical attack Sustained strength gain Durability

APPLICATIONS
Suitable for all types of construction like building, roads, bridges, culverts and cement base products. Mass concrete work like dam, machine foundation work. Concrete works in environment involving chemicals in soil and water. Sewage effluent treatment plant. All kinds of marine works, like jetty etc. 14

 Suitablefor all construction in aggressive environment ensuring higher durability.

2) ORDINARY PORTLAND CEMENT: 43 GRADE

FEATURES
Achieve more than the specified strength as per the relevant IS code through proper adjustment in the chemical composition. High quality lime stone deposit result in: Higher strength of cement. Moderate sulphate resisting properties Lower level of chloride concentration

Efficient quality control and high level of control in process parameters result in reduced free lime, low insoluble residue and loss on ignition.

APPLICATIONS
Optimally higher strength of cement makes it suitable for: All general and semi specialized construction works like plain and reinforced cement concrete works, brick and stone masonry, plastering and flooring.

Manufacturing of concrete pipes, blocks, tiles and poles. Suitable for applications like pre-cast,pre stressed and slipform construction works. Also suitable for all types of specialised concrete repair works like gunniting etc. 15

53 GRADE FEATURES
Higher strength than 43 grade is achieved through further improvement in the raw meal chemical composition and also grinding finer than 43 grade cement. High quality lime stone deposit result in Higher strength of cement. Moderate sulphate resisting properties Lower level of chloride concentration. Efficient quality control and high level of control in process parameters results in lower free lime,low insoluble residue and loss on ignition. Optimally higher fineness results in early strength improvement. Closed circuit cement grinding system using high efficiency separator controls the partical size distribution resulting proper hydration character.

APPLICATIONS
High strength of cement makes it suitable for: Making high grade concrete with proper mix design. Early form work removal due to high , early strength development results in quicker construction. Optimally higher fineness gives better cohesiveness, improved workability resulting denser concrete and superior surface finish. Economical usage of cement due to high strength through proper concrete mix design. All type of plain and R.C.C. semi and specialised construction work, like bridges, culverts, slipform work, pre-stressed pipe/poles etc. Also suitable for all type of specialised concrete repair work like gunniting etc.

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SETTING TIME OF CEMENT, REASON, AFFECT THE SETTING TIME OF CONCRETE/MORTAR

A When water is mixed with cement, the paste formed remains plastic for a short time. During this period it is possible to mould it as per the requirement. As the reaction between water & cement continuous, the paste loses its plasticity and we cannot mould it. This early period in the hardening of cement is referred as setting of cement . Generally setting time of cement depends upon type of cement, presence of certain type of salts, chemicals in sand, percentage of water, ambient temperature etc. In winter, the setting time is slow

HEAT OF HIDRATION & ITIMPORTANCE

whenever we mix water with cement, chemical reaction starts & liberate a considerable quantity of heat. This liberation of heat is called the heat of hydration. In case of mass concrete works like dams, librated heat cannot dissipate outside and it may lead to cracks in concrete. To overcome this difficulty, it is essential to use low heat cement, blended cement & follow up with continuous curing with water.

WHY GYPSUM IS ADDED WHILE MANUFACTURING OF

CEMENT
Gypsum alters setting of cement. If we do not add gypsum, cement will set immediately & we cannot use it for making concrete/mortar. Hence to make it workable, gypsum is added.

SOUNDNESS OF CEMENT & STATE ITSIGNIFICANCE

It is very important that the cement after setting shall not undergo any appreciable change in volume. If it exhibits large expansion, it is called unsound cement. This will cause serious difficulty for the durability of structure when such cement is used. The unsoundness of cement is due to the presence of excess lime, high proportion of Magnesia content or calcium sulphate content. Generally cement produced by reputed cement companies is sound.

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 RELATION BETWEEN STRENGTH AND COLOUR OF

CEMENT
No colour of cement depends on raw material used while manufacturing of cement. It may vary from factory to factory.

CURING OF CONCRETE
Curing is the name given to procedures used for promoting the hydration of cement. Curing enables concrete / cement / mortar to become stronger & more durable. It is generally done for minimum 7 days or until concrete reaches 70 % of its specified strength. Commencements of curing depend on ambient temperature. Higher the ambient temperature, earlier the curing should be started.

DESHUTTERING PERIOD IS SAME OR NOT FOR THE

SUMMER & WINTER SEASON
No deshuttering period relates to maturity of concrete. It is depend on ambient. Temp. Forms shall not struck until the concrete has reached strength at least twice the stress of which the concrete may be subjected at the time of removal of from work.

Hi-tech Mining of Limestone:

The raw materials which go into the production of cement, primarily limestone and clay, are extracted from the quarry by blasting. They are then crushed and transported to the plant, where they are stored and homogenized through stacker and reclaimer.

Raw Material Grinding and Burning:

Very fine grinding provides a fine powder known as raw meal, which is then pre-heated and entered in the kiln. Temperature in the kiln reaches 18000 degree C to 14500 degree C, before being quenched by air blasts. The burning 18

process produces very reactive quality of clinker for the production of all type of cement.

Cement Grinding and Packing:

Clinker and gypsum are finely ground together to obtain an "Ordinary Portland Cement". Secondary constituents are also added to make blended cement. Finally, the finished products are stored in large silos from where they are dispatched in bulk or in bags to where they will be used.

CEMENT COMPOSITION:
Cement is mainly composed of calcium, silica, alumina, and iron. During the different stages of cement manufacturing the calcium from the limestone combines with silica, alumina or iron. Calcium combines with silica to form tri-calcium and di-calcium silicate. Calcium combines with alumina to form tri-calcium alumina and it combines with iron-alumina to form tetra-calcium alumina ferrate. This forms the clinker and gypsum is added to the clinker to improve its setting properties. P.P.C. contains 75% clinker, 20% fly ash, and 5% gypsum. O.P.C. contains 95% clinker and 5% gypsum.

GRADES OF CEMENT:
The grades of cement show the compressive strengths of the cements. It is measured in MPa (Mega Pascal) or kg/square cm. It is of following types: 19

1. 33 Grade: It means the compressive strength of the cement is 330 kg/square cm. 2. 43 Grade: It means the compressive strength of the cement is 430 kg/square cm. 3. 53 Grade: It means the compressive strength of the cement is 530 kg/square cm.

MARKET SEGMENTATION:
Market segmentation is the process of dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. Now a days markets are not homogeneous. It is not practically possible for a company to connect with all the customers in large, broad, or diverse markets. Consumers vary on many dimensions like needs, requirements, choices, preferences, etc. and they can often be grouped according to one or more characteristics. A company needs to identify which market segments it can serve effectively. Such decisions require a keen understanding of consumer behavior and careful strategic thinking. The biggest mistakes by the marketers sometimes is that they pursue the same market segment as many other companies and overlook some potentially more lucrative market segments. The starting point for the discussion of segmentation is mass marketing. In the process of mass marketing, the sellers produce only one kind of product for all the buyers. They are engaged in the process of mass production, mass distribution, and mass promotion of one product only. Market segmentation basically consists of the following topics: 20

1. Consumer market segmentation. 2. Business market segmentation. 3. International market segmentation. 4. Requirements of segmentation.

CONSUMER MARKET SEGMENTATION:

It includes the segmentation of the consumer markets by the company. It includes the following steps: 1. Geographical segmentation: In the process of geographical segmentation the marketing mixes are customized geographically. In this process the market is divided on the basis of country, region, neighborhood, city or metro size, density, climate, etc. 2. Demographic segmentation: This is the most popular segmentation process because we know that demographics are closely related to needs, wants and usage rates of the consumers toward a particular product. In this the market is divided on the basis of nationality, age, gender, family size and life cycle, income, occupation, education, religion, race, etc. of the customers in the market. It takes care of each and every aspect of the market and customers. 3. Psychographic segmentation: This type of segmentation is a lifestyle, social class i.e. the society, and personality based segmentation. In this the marketer tries to understand the psychology of the customers and whether it will suit their product or not. 4. Behavioral segmentation: 21

This segmentation is typically done first and foremost. In this the marketer studies the occasions, benefits, user status, user rates, loyalty status, readiness stage, and attitude of the customer towards their product. They try to the viability of their product in that particular market. EVALUATING MARKET SEGMENTS: After completion of the segmentation of the market the second step that comes is the evaluation of the segmented market. This process includes the followings: 1. Segment size and growth: In this the market segment size and all the possible growth opportunities of that particular market segment are studied in order to check its effectiveness in the future and ensure its success. 2. Level of competition: In this step the level of competition that the company will face in the business in that market are studied and the possibilities of success of the company are evaluated. 3. Substitute products: In this the different substitutes for the product available in the market are checked and possibilities of the success of the companys product are evaluated. The specialties of the substitute products are checked and compared with companys own product. 4. Power of buyers: In this step the buying power of the customers in the particular market segment are evaluated which defines the success of the product. 22

5. Company objectives and resources: This is one of the most important aspects that a company evaluates after it completes the market segmentation step. In this it evaluates the various objectives of the company and all of its resources. In this the company tries to find out whether it will be able to meet achieve its objectives or not by utilizing its resources.

MARKET SEGMENTATION BY KJS CEMENT: In the process of market segmentation , KJS Cement follows all the above discussed steps and processes like geographical segmentation, operating variables, customer approaches, customers preferences and needs, etc. Along with all of this the company also takes care of the financial view in doing the market segmentation. It basically uses the below given market segmentation in addition of the above discussed ones: 1. Geographical segmentation: In this the company targets the states as its potential market. Then, it divides the states into districts and the districts are divided into regions like east, west, north, and south. Then they divide the market based on the following: Capacity of their production. Sales forecasting. Area and region wise monthly allocation. Market potential of the company and its products. Its market shares in the region. Demand in the market. 23

 Its past records and performances. Overall performance of the company.

2. Financial view for advertising segmentation: Company involves this especially in doing the advertising segmentation. This refers to the segmentation of the advertisement of the company in which they decides the place from where they will advertise their product. This is done because Company needs more and effective advertisement for improvement in selling. The company decides the budget for advertisement of cement for a particular location based on the calculation of overall cost. In this the company finds the point from where they can advertise the cement at the cheapest cost and easily, saving lots of time and money. The company also includes the PCR (Packed Cement Realization) method here. PCR is a bench marking for pricing by the company where they fix the price of cement

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CHAPTER NO.4

ANALYSIS AND NTERPRETATION OF DATA

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 Importance of advertisement while buying cement

IMPORTANT 14% 16% 52% 18% VERY IMPORTANT RARELY IMPORTANT NOT IMPORTANT

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 Best advertisement mode

14% 6% 52% 28%

wall paintigs hordings road shows meetings

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 Do advertisement effect selling?

26% yes no 74%

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 Most effective advertisement company

12%

8% 42% Prism jaypee acc KJS

38%

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 Does advertisement change the thinking of customer?

28% yes no 78%

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 Effectiveness of road shows

35% 65%

effective not effective

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 Regular meetings with the customer by company

20% yes no 80%

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 Meetings with dealers and agents should be done

7% 5% 38%

50%

Monthly quarterly fortnightly weekly

Best media for advertisement of cement

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20%

5%

print media electronic media outdoor media

75%

If electronic media is best, then advertisement should be given on

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sport channel 20% 5% 45% 30% commercial channel news channel religious channel

CHAPTER NO.5

FINDINGS AND CONCLUSIONS: 1. KJS cement has got a good reputation and brand name in the market.

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2. The quality of KJS cement is very much appreciated. 3. The distribution network of the company is effective but a few problems exist. 4. KJS cement promotional activities and advertisements are good but efforts should be made as compared to other cement manufacturers in the market. 5. It does not provide any extra financial or non-financial perks and benefits to its dealer, distributors and retailers like other companies. 6. There is a lack of interaction and communication gap between the company and its dealers and distributors. 7. The company is also facing advertisement problems due to advertisement channel in rural areas. 8. The company doesnt have sufficient articles to distribute it to the dealers and retailer for advertisement. 9. The company can be face problem in entering new markets due to some mistakes in advertisement.

CHAPTER NO.7 SUGGESTIONS AND RECOMMENDATIONS: 1. KJS Cement should try to improve its sales promotion activities to boost its sales. 36

2. The company should emphasis much more on advertisements to capture new market. 3. It should try to improve its distribution network. 4. The company should try to bind its dealers and distributors by providing them with extra financial and non-financial perks. 5. It should try to bind with its dealers and distributors by increasing more and more interaction with them.

BIBLIOGRAPHY:

Kothari, C.R (2003): Research Methodology (II Edition), New Age International Pvt. Ltd.

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 Khan and Martin (2003): Sales and Distribution (I Edition), Anurag Jain publishing company, New Delhi Saxena Rajan (2003): Marketing Management (II Edition), Tata McGraw - Hill publishing company Ltd., New Delhi Malhotra, N. K. (2005): Marketing Research (IV Edition), Pearson Education publishing Pvt. Ltd., Singapore Philip Kotler. al. (2007): Marketing Management (XII Edition), Dorling Kindersley publishing Pvt. Ltd., India Nair, R. K. (2007): Marketing Management (VII Edition) KJS cement limited records, brochures, and manuals www.google.com

APPENDICES QUESTIONNAIRE

Que.1- How important are advertisement while buying cement? 38

a) Important b) very important c) rarely important d) not important Que.2- According to you which mode of advertisement is best? a) wall painting b)hoardings c)road shows d)meetings Que.3- Does advertisement effect selling? a) Yes b) no Que.4- Which company advertisement is most effective? a) KJS b) Jaypee c) Acc d) Birla gold Que.5- Can advertisement change the thinking of customer to buy the Product? a) Yes Que.6- Are road shows effective? a) Yes a) Yes b) no b) no Que.7- Does companies organize regular meetings with the customers? Que.8- Meetings with dealers and agents should be done at which time? a) Monthly b) quarterly c) fortnightly d) weekly Que.9- Which media is the best for cement advertisement? a) Print media b) electronic media c) outdoor media b) no

* Thank you for your kind cooperation and valuable time.

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